Copyright: © 2018 |Pages: 38
DOI: 10.4018/978-1-5225-3448-8.ch006


Motivation is a driving force which takes antecedents of the behavior and directs the behavior in a specific way. It is also a process that initiates, guides, and maintains goal-oriented behaviors. It can be said that if we want to understand why consumers buy, we should discover consumers' motivation process. This chapter explores motivation.
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Opening Case

Why Consumers Buy?

Consumption is complicated and multifaceted. The underlying factors of consumption are very sophisticated and require special attention. “Why we buy?” might be as old as a question as a human being history. This question is just one part of the puzzle. More questions related each other; “why we consume?” and “why we prefer some products or brands to consume?” or “What motivate us to buy some products, brands?” To answer the first question “why we consume” is quite easy. However, answering the second question is not as easy as the first question. A consumer can find everything that he or she needs. He or she can find the different type, shape, size or color of the same product. Even a consumer can buy the same product under different brand names. There are also somehow differences between products that have a different brand name.

Curtis explain this situation by “Our desire to consume is down to our stone-age instincts. There are four main reasons why we consume: to meet basic needs (fuel, food, transport), to hoard (shoes, wine, stamps), to stimulate ourselves (cheesecake, gorgeous clothes), and to display status (fashion, big car, big house). These motives made our ancestors want the things that were good for them in a world of scarcity, giving them more offspring, on average, than those who didn't have the desire to consume more than they needed. However, in the modern world, these ancient motives have got us into trouble” (Curtis, 2012).

Barneys is selling an ‘anarchy jacket’ is decorated with a rebel symbol and various on-brand statements. And its price is $375. The front of jacket “REVOLUTION” was written across the chest with a couple of backward letters to evoke just the right amount of edge, and the back “Seek Truth” and “The Devil Made Me Do it,” was placed with a small illustration of a devil’s tail. The jacket looks like something that teens have been making themselves for years with sharpies and patches. Alpha Industries manufactures the jacket, Angelyn Fernandez, VP of Product at Alpha Industries, said in an e-mailed statement to the Daily Dot said that the motivation behind the jacket is “self-expression.” And she added “We have seen resistance to power and authority become a trend in our current pop culture and society, often expressed through fashion,” she said. “Since 1965 the M65 field jackets have been a favored method to graphically express one’s opinion. We developed the Barneys M65 anarchy jacket to encompass the artistic and graphic expressions of individuality.” It can be early to guess the selling rates of the jacket now, but the twits in the social media were not as good views as company’s view. Most of the consumer were criticized the disequilibrium jacket’s price and the political movement on it (Kelly, 2017).

If we turn back our question; consumer must have to choose some products or brands. Moreover, again “Why consumers prefer to consume some products or brands?” As understood this example, the answer cannot be “to survive.” Many reasons explain why we buy. People have six motives for buying:

  • The desire for financial gain; save money, more profit.

  • Fear of financial loss; prevent loss, safety, insurance

  • Comfort and convenience; enjoyment, comfort, recreation

  • Security and protection; avoidance of pain, no worry, reduce loss

  • Pride of ownership; social acceptance, admiration, good public image

  • Satisfaction of emotion; beauty, loved ones, family (Steve 2011; Becker, 2016).



Motivation is the driving force within individuals that impels them to action (Schiffman, Kanuk & Wisenblit; 2010:88). If a consumer is motivated, she or he is ready towards an act or engage in a goal-oriented activity. Motivation is an inner state of arousal with triggered energy directed to achieving a goal (Hoyer & Maclnnis, 1997).

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